System and method for reinforcing brand awareness with minimal intrusion on the viewer experience

ABSTRACT

Disclosed is a system and method for using an awareness icon in conjunction with media content to increase viewer interest in an advertised product. At least one awareness icon is displayed with media content. In response to viewer-provided input associated with the awareness icon, the status of the awareness icon is changed and the awareness icon is removed from the viewing area.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. application Ser. No.14/207,091, filed Mar. 12, 2014, which claims the benefit of U.S.Provisional Application No. 61/852,114, filed Mar. 15, 2013, both ofwhich are hereby specifically incorporated by reference herein in theirentireties.

FIELD OF THE INVENTION

The proposed system and method is generally directed to building brandor product awareness with minimal disruption of the audience/viewerexperience when viewing visually perceivable media content, such as,movies, TV, streaming video, still imagery and other motionpictures/video content.

BACKGROUND

Inserting/embedding advertising within media content is known. However,embedded advertising has often been keyed with an interactive elementwhich either acts to highlight the advertising or advertised product orprovide a link to other information about the product/services,independent of the content which a viewer or audience member maycurrently be viewing. In short, the interactive element or requiredefforts to access information concerning the product/services advertisedin the media content act as a (often unwanted) interruption to theuser/viewer/audience member (who is engaged in viewing of the mediacontent) experience. The result is that many viewers/users choose not topursue further information via an interactive link and instead end upcompletely having no awareness (other than perhaps negative awareness)of the advertised product/service/brand etc. after the media content hasbeen viewed completely. If anything is remembered by the user/viewer, itis more likely the fact that someone's advertising interrupted theusers/viewers of media content as they were pleasurefully engaged inviewing same.

DISCUSSION

In order to overcome the disadvantages of known methods of embeddingadvertising within media content and to further enhanceuser/viewer/audience retention of an advertised product/service/brand, asystem and method is proposed that provides for an active icon or otherindicia to be brought into view on a display device during the displayof media content on the display device to alert or otherwise enticeviewers/users interest in the advertisement or advertisedproduct/service/company/brand.

In one embodiment, the icon or image (i.e. awareness icon) is broughtinto view within a main viewing area on the display along with mediacontent, such as a movie, which is in the process of being displayed onthe display for viewing by users/viewers.

After a period of time the icon may be moved outside of the main viewingarea shared with the media content and left resident in a second area orcorner of the display area, in which the icon remains visible toviewers/users, but not in view within the main viewing areasubstantially shared with the media content then currently beingdisplayed for viewing. The icon may be fashioned as a company or productlogo or trademark or other indicia associated with, for example, aparticular product, brand or service or company.

The icon may be an active icon which is configured to provide ahyperlink to a URL (universal resource locator) that is associated with,for example, information about services, products, companies or brandsadvertised, either via, for example, product placement within a scene ofmedia content, or in a dedicated commercial/advertisement that ispresented before, during or after the display of media content.Alternatively, the icon may provide a hyperlink to a storefront that isassociated with a particular product/service/brand/company.

By bringing the icon into view on the display concurrent with on-goingmedia content and for a predetermined period of time allowing it to“linger” within the view of the user/viewer, the attention/interest ofthe user/viewer in the icon (and thus the awareness of the advertisementand advertised product/service/brand/logo, etc.) can be developed and/orheightened/reinforced.

By moving the icon from the main viewing area shared with the mediacontent to a second viewing area located outside of the main viewingarea, for example, near the perimeter of the main viewing area, auser/viewer may continue to view the media content uninterrupted, theadvertisers brand, product/service, logo, identity can continue tomaintain a presence on the display where it can be viewed byviewers/user. Such a configuration increases the opportunity forusers/viewers to become familiar with the brand, product, logo etc. andthus increases the chances the product, brand, logo, etc. will continueto be remembered by the users/viewers after the media content is overand the display device has been turned off.

Alternatively, the icon may be moved to a second viewing area that isdisplayed on a second display device or on a second window alternativelyaccessible on a single display device by toggling/scrolling/sweepingfrom a first window in which the main viewing area is displayed to asecond window in which the second viewing area is displayed.

Users can be briefly introduced to the advertised product/services. Bymoving the icon outside of the main viewing area shared with the mediacontent, the icon can remain in the field of view of the user whereby itcan act to enhance/reinforce the user's awareness or interest in theadvertised product/services. At the same time, the continuedpresentation of the media content is not interrupted and thereby is lesslikely to be viewed as a negative occurrence which causes theviewer/user to think poorly of the advertiser/product/brand or whollyavoid or otherwise bypass the advertised products/services.

In one embodiment, the media content displayed concurrent with awarenessicon comprises advertising content. This advertising content could be atypical advertisement as is commonly delivered to cable and satellite TVsubscribers. In this case, the awareness icon may remain on the displayafter the advertising content (AD) has concluded. The remainingawareness icon will act to reinforce, for example, the product/brandthat was subject of the completed advertising content. The awarenessicon may remain on the display for a long or short period of time.

In another embodiment, the media content displayed concurrent withawareness icon comprises typical television programming or movieprogramming. In such a case, the awareness icon may remain on thedisplay after the television/movie programming has concluded. Theremaining awareness icon will act to reinforce, for example, theproduct/brand that was introduced during the television/movieprogramming.

In another embodiment, the media content receiver may be configured toreceive user input from a remote user input device (not shown). Thisinput may be used to instruct the system to “mark” a particularawareness icon for saving into a “favorites” or “follow-up” list. Thesystem may then provide subsequent reminders to the user via remindersdisplayed on the display device 100. Further, the system may initiatetransactional steps to order and pay for the purchase of itemsassociated with a displayed awareness icon, or to have an associatedserver/product provider follow-up with additional info sent to the uservia a previously identified e-mail address or social media identity.

Description of Process

Step one: display icon or image within a viewing area concurrent withmedia content.

Step two: after predetermined period of time, remove displayed icon orimage from viewing area and into a secondary viewing area wherebydisplayed icon is still visible but not distracting to users/audiencemembers.

Step three: leave displayed icon within secondary viewing area forpredetermined period of time after media content has completed itsdisplay in the viewing area.

Shown in FIG. 1-3B:

-   -   Media Content Server 25    -   Media content receiver 50    -   Signal Output 75    -   Display device 100    -   Window 150    -   Second Window 175    -   Media content 200    -   Main viewing area 300    -   Awareness icon 400    -   Secondary viewing area 500

FIG. 1 is a diagram depicting a system in which a media contentdistribution server 25 is configured to provide a signal 75 to a mediacontent receiver 50 which then outputs a signal to display device 100.Media content receiver 50 may also be configured to receiverinput/signals/feedback from the display device 100 or remote usercontrol/input devices (not shown). Media content distribution server 25may be configured to make delivery of signal 75 to the media contentreceiver via satellite transmission, internet/IP based transmission, ordedicated analog or digital cable television distribution systems.

FIG. 2A-FIG. 2D are diagrams showing a display device 100 on which mediacontent 200 is being displayed in a window 150 and within a main viewingarea 300 for viewing. The media content 200 is displayed on the displaydevice 100 in accordance with a signal output 75 from a media contentreceiver 50 (FIG. 1).

FIG. 2A is a diagram showing a display device 100 on which media content200 is being displayed in a main viewing area 300 for viewing. The mediacontent distribution server 25 (see FIG. 1) may be configured to providea signal 75 to media content receiver 50 that, at a predetermined time(or upon the occurrence of a predetermined viewer/user input orsignaling embedded within the media content delivery stream/signal) anawareness icon 400 is displayed on the display 100 concurrent with themedia content 200. The awareness icon 400 may remain in view in the mainviewing area 300 for a predetermined period of time (or until apredefined event/input or signal is received by the media contentreceiver 50).

FIG. 2C and FIG. 2D are diagrams showing a display device 100 on whichmedia content 200 is being displayed and the awareness icon 400 istransitioning (FIG. 3A) from a location in a main viewing area 300 to alocation within an area 500 (second viewing area) along the perimeter ofthe main viewing area 300 (FIG. 3B) where it continues to remain withinview of viewers, at least for a period of time.

FIG. 3A-FIG. 3D are diagrams showing a display device 100 on which mediacontent 200 is being displayed in a window 150 and within a main viewingarea 300 for viewing. The media content 200 is displayed on the displaydevice 100 in accordance with a signal output 75 from a media contentreceiver 50 (FIG. 1). A second window 175 shares the display 100 withwindow 150.

FIG. 3B is a diagram showing display of an awareness icon 400 in themain viewing area 300 within window 150.

FIG. 3C is a diagram showing an awareness icon after it has transitionedto a location within secondary viewing area 500 which is located withinthe window 150.

FIG. 3D is a diagram showing an awareness icon after it has transitionedto a location outside window 150 and to a secondary viewing area 500which is located within the window 175.

Windows 150 and 175 may be displayed on a single display device.Alternatively, each window may be independently displayed on separatedisplay devices.

Awareness icon 400 may be configured to flash, swirl, rotate or movewhile in the main viewing area 300 in order to attract viewer/userattention or to indicate that a time period is open during which userinput via related input devices can be provided to, for example, themedia content receiver 50.

Once the awareness icon 400 is moved into the area 500, it may bereduced in size or brightness so as to reduce its “presence” relative tothe concurrently displayed media content. Further, any movement of theawareness icon 400 may be reduced to provide a more subtle/lessdistracting character to the awareness icon. Further, the awareness icon400 may appear intermittently/periodically.

The applicability of the proposed system and method is broad. Use andimplementation in typical “cable TV” or “satellite TV” orIP/packet-based distribution systems/services, such as those provided byCOMCAST® or TIME-WARNER®, DISH® network or DIRECTV® and the like, iscontemplated.

The proposed system and method could also be implemented with videodisplay services including IP/packet based streaming video serviceproviders such as YOU-TUBE™, HuLu™, NetFLix™, AMAZON™, Google PLAY™. Itcould also be implemented with, or incorporated into, over the top (OTT)content distribution systems/services/devices, such as those offered byBoxee™, TiVO™, RoKU™, AppleTV™, VuDu™ and the like.

What is claimed:
 1. A method for using an awareness icon to increaseviewer interest in an advertised item, comprising the steps of:receiving a signal including media content and an awareness icon;displaying the media content in a window on a display device; displayingan awareness icon in a viewing area in the window on the display device,the awareness icon being associated with an advertised item that isassociated with the media content, the awareness icon and the mediacontent both being visible to a viewer; receiving viewer inputassociated with the awareness icon; and in response to the viewer input,changing the status of the awareness icon.
 2. The method of using anawareness icon to increase viewer interest in an advertised item ofclaim 1, wherein the advertised item is a product depicted in the mediacontent.
 3. The method of using an awareness icon to increase viewerinterest in an advertised item of claim 1, wherein the status of theawareness icon is changed to favorite, and further comprising the stepof adding the awareness icon to a favorites list.
 4. The method of usingan awareness icon to increase viewer interest in an advertised item ofclaim 3, further comprising the step of providing a viewer withreminders to review the awareness icon in the favorites list.
 5. Themethod of using an awareness icon to increase viewer interest in anadvertised item of claim 1, wherein the status of the awareness icon ischanged to follow-up, and further comprising the step of adding theawareness icon to a follow-up list.
 6. The method of using an awarenessicon to increase viewer interest in an advertised item of claim 5,further comprising the step of providing a viewer with additionalinformation regarding the awareness icon in the follow-up list.
 7. Themethod of using an awareness icon to increase viewer interest in anadvertised item of claim 1, wherein the awareness icon comprises ahyperlink to a Uniform Resource Locator (URL) associated withinformation regarding the advertised item.
 8. The method of using anawareness icon to increase viewer interest in an advertised item ofclaim 1, wherein the media content comprises video programming selectedfrom a list comprising television programming and movie programming. 9.The method of using an awareness icon to increase viewer interest in anadvertised item of claim 1, wherein in the absence of viewer inputassociated with the awareness icon, the awareness icon remains on thedisplay after the media content associated with the advertised item hasconcluded.
 10. The method of using an awareness icon to increase viewerinterest in an advertised item of claim 1, further comprising the stepof removing the awareness icon from the viewing area in response to theviewer input.
 11. The method of using an awareness icon to increaseviewer interest in an advertised item of claim 10, wherein the awarenessicon is removed from the viewing area to a second display on a seconddevice.
 12. The method of using an awareness icon to increase viewerinterest in an advertised item of claim 1, wherein the awareness icon isconfigured to attract viewer attention by performing an action chosenfrom the list comprising: flashing, swirling, rotating, moving, reducingsize, and reducing brightness.
 13. A system for increasing viewerinterest in an advertised item, comprising: a media content server thatprovides media content and at least one awareness icon, each of the atleast one awareness icons being associated with an advertised itemdepicted in the media content; and a media content receiver thatreceives the media content and the at least one awareness icon from themedia content server and is configured to output the media content in awindow on a display device, output the at least one awareness icon in aviewing area in the window on the display device, the at least oneawareness icon and the media content both being visible to a viewer;receive viewer input associated with the at least one awareness icons,and in response to the viewer input, change the status of the at leastone awareness icons and remove the at least one awareness icons from theviewing area.
 14. The system for increasing viewer interest in anadvertised item of claim 13, wherein the status of the at least oneawareness icons is changed to favorite, the at least one awareness iconsis added to a favorites list, and the viewer is sent reminders to reviewthe at least one awareness icon.
 15. The system for increasing viewerinterest in an advertised item of claim 13, wherein the status of the atleast one awareness icons is changed to follow-up and the viewer is sentadditional information regarding the at least one awareness icon. 16.The system for increasing viewer interest in an advertised item of claim13, wherein the at least one awareness icons, when it is removed fromthe viewing area, is moved to a second display on a second device. 17.The system for increasing viewer interest in an advertised item of claim13, wherein the at least one awareness icon comprises a hyperlink to aUniform Resource Locator (URL) associated with information regarding theadvertised item,
 18. The system for increasing viewer interest in anadvertised item of claim 13, wherein the at least one awareness icon isconfigured to attract viewer attention by performing an action chosenfrom the list comprising: flashing, swirling, rotating, moving, reducingsize, and reducing brightness.
 19. The system for increasing viewerinterest in an advertised item of claim 13, wherein in the absence ofviewer input associated with the awareness icon, the at least oneawareness icon remains on the display after the media content associatedwith the advertised item has concluded.
 20. The system for increasingviewer interest in an advertised item of claim 13, wherein the mediacontent comprises video programming selected from a list comprisingtelevision programming and movie programming.